Effectiveness of communication approaches used in disseminating integrated soil fertility management (ISFM) practices in Muvau and Kathonzweni wards, Makueni county
Abstract
Adoption of agricultural technologies can be an important step towards improving
farmer productivity hence alleviating poverty. However, the adoption rate of these
technologies has been so low in many countries in Africa partly because of use of
ineffective communication approaches when disseminating knowledge on these
technologies. In this study, an investigation has been done to find out the
communication approaches used in disseminating Integrated Soil Fertility
Management (ISFM) practices to farmers in Makueni County, their effectiveness and
to determine whether effective communication leading to adoption of ISFM practices
has an impact on production levels of local farmers in Makueni County. Using
diffusion of innovations theory as the theoretical framework, the study investigated
gaps in disseminating ISFM knowledge using a descriptive survey design approach.
The study sampled 368 respondents from two wards; Muvau and Kathonzweni, areas
where Ukamba Christian Community Services (UCCS) has been implementing
projects on ISFM practices. It was established that face to face, mass media, internet
based and outdoor advertisement were some of the communication approaches used
in disseminating ISFM knowledge and skills to farmers. It further established that
face to face approaches are still the most effective in disseminating agricultural
knowledge to farmers. Effective communication leads to adoption of innovations as
established by this study and this in effect has a positive impact on farmer
productivity. Farmers who had had adopted ISFM had done so because of effective
approach to knowledge dissemination and had realized increased yields in various
crops since the application of ISFM practices. The study re-affirms that effective
communication in agricultural knowledge dissemination leads to adoption and use of
these technologies. Despite their being a number of communication approaches being
used in agricultural communication, the study has strongly established how effective
face to face approaches are compared to the rest. The choice of communication
approach being used in agricultural knowledge dissemination is important needed
attention should be focused when deciding which approach to use. The study
recommends that technology developers, government and development partners
should use face to face communication approaches when disseminating knowledge to
farmers.
Publisher
University of Nairobi